Optimising The Effect Of Hybrid Marketing Campaigns

Jeroen Reitberg
Pro Active International
and
Meta Menkveld
TPG Post


Introduction

In the rich history of media research, it is striking that print and other media like newspapers, magazines, radio and television have always attracted most attention by far. Attention for existing research practices in the area of Direct Marketing has been relatively small, especially when compared to the amount of time and money spent on the media mentioned above. If research into direct marketing was conducted at all by advertisers, media agencies or media companies, this was mostly on an ad hoc basis. The results would then only be used by the organisation conducting the research. Real research into the effectiveness of the medium was conducted by specialist parties, but not by the media parties mentioned above, at least not structurally, systematically or on a continuous basis.